L’Oréal Paris looks to WOW Malaysian women

L’Oréal Paris is one of the first beauty brand in Malaysia to use ‘Facebook Live Video’, giving fans a sneak peek to its annual Women of Worth (WOW) campaign.The WOW campaign aims to inspire every everyday women by featuring six successful female thought leader’s journey and together with its digital agency, Lion & Lion. The beauty brand aims to deliver real time social content. It also aims to create a social movement of empowerment among Malaysian Women with a #WOWjourney social contest, encouraging fans to share their success, struggles and draw inspiration from each story shared.According to the agency, this move helped the brand grow its organic reach by five times.“Based on the insights that we received last year, it is clear that we could further improve theemotional connection between the candidates and L’Oréal Paris’s fans. Thus, this year, we makethe decision to bring fans closer to the candidates by taking them behind-the- scenes of the videoshoot for the WOW Campaign. We hope that through these sneak peeks the fans can relate to theinspiring stories from the candidates," said Daniel Lim, head of marketing for L’Oréal Paris.